Jorge Guerra Directly addresses camera: When it comes to recruiting agents to my South Florida brokerage, the competition is fierce. I consider it to be one of the most competitive markets in the world. That's why I've developed a surefire strategy to offer value and build relationships with agents who fit our culture.

I am Jorge Guerra, the broker of Real Estate Sales Force in Miami. Let's take five minutes to talk about how I'm recruiting top-notch agents in this highly competitive market.

First, you must define your value proposition. I love to tell people that in my company we work on four wheels to create great retention and to recruit. My first wheel is administration. We need to create an environment where our agents where they can get paid on time and get their documentation in easily.

The second wheel is marketing. Agents need help when it comes to creating a consistent message. As a broker, I think it's important for agents to buy into your branding. Your branding is something very powerful because it creates an identity with you and your agents.

My next wheel is training. As a broker, to recruit and maintain top notch talent, you must have a pulse on what's going on in your industry.  You be able to communicate to your agents through training.

Finally, my fourth wheel is recruitment. You must always bring in fresh talent to help create culture and create bonds with your current agents.

When it COMES to recruitment, my focus is on creating successful agents, not to provide leads to agents. The reason is that many agents are looking for leads are always chasing that easy carrot, jumping from brokerage to brokerage. The ones who focus on being successful are the ones that pay attention, they buy into the culture and they're ready to listen to your training. They want to be part of something bigger. 

Since I recruit new and experienced agents, I use all open channels. For example, for NEW agents, I do a public records search in the Department of Business and Professional Regulation. They provide me with data points, like phone numbers or mailing addresses, where I can get our value proposition in front of their eyes. For example, I just opened an office in downtown Dadeland. So, I'm going to the DBPR database to find new agents who have registered their mailing address within a half mile of my office. My marketing message might be centered on the fact that these agents can walk to the office.

With EXPERIENCED agents, those targets are highly visible. They're in your community. You see them pop up on the MLS. I contact them a multitude of different ways, from phone calls, text messages, letters and I even reach them through their social media. It's been very effective. 

Once I set the appointment with a prospective new agent, my conversation is about establishing their goals, helping them improve their business. I look at what they're doing and look for the opportunities for them to improve. 

There's no secrets to my game! The key to effective recruiting is to have a consistent message and continually get it out to your target audience.